Global Beauty & Retail Brand
Project Brief
Motionspot was appointed by a global cosmetics, beauty and retail brand to deliver an Inclusive Design Features Guide and Playbook to support the creation of more accessible, inclusive, and enjoyable experiences for both employees and customers across its global estate.
The brand’s vision is to achieve a world-class inclusively designed retail experience, ensuring that all environments, from headquarters and standalone stores to in-store concessions and product displays, are welcoming and functional for everyone, regardless of physical, sensory, or cognitive ability.
Project Scope
Motionspot’s remit was to create a visually engaging, practical Inclusive Design Guide that effectively communicates the inclusive features of the brand’s flagship headquarters, as well as to develop a comprehensive Inclusive Design Playbook for global retail environments.
Inclusive Design Guide
- Highlighted existing best-practice inclusive design features within the brand’s headquarters building.
- Identified key opportunities for future improvements, supporting accessibility and wellbeing across the workspace.
- Introduced the principles of inclusive design, explaining who benefits and why inclusion is essential to brand culture and performance.
Inclusive Retail Design Playbook:
- Developed following a review of shopfitting drawings, inclusivity action plans, and conducting multiple store visits to observe customer experiences first-hand.
- Identified key areas where inclusivity could be improved across store formats, concessions, gondolas, fixtures, and artistry stations.
- Divided guidance into “Requirements” (must-haves for an inclusive environment) and “Best Practice” (enhancements that maximise accessibility and comfort).
Project Impact
The Inclusive Design Guide and Playbook have empowered the brand’s global design and retail teams to embed inclusivity at every stage of the design process, from concept development to in-store implementation.
By setting clear standards and practical guidance, the documents have helped ensure that all customers, including those with disabilities, neurodiverse needs, or sensory sensitivities, can enjoy an equitable retail experience.
This work represents a significant step toward establishing the brand as a leader in inclusive retail design, influencing future store formats and reinforcing its commitment to accessibility, wellbeing, and belonging across its international portfolio.
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